Virgin Mobile to open Lincoln Park flagship

(Crain's) — Virgin Mobile USA Inc. is set to open what it describes as its flagship outlet Thursday in Lincoln Park, part of a rollout that could result in up to 25 stores in the Chicago area.

The Lincoln Park location will cover about 1,650 square feet at 2562 N. Clark St., a spokeswoman for Virgin Mobile, a subsidiary of Overland, Kan.-based Sprint Nextel Corp., confirmed via e-mail. Chicago is the debut market for the store concept, which will focus on how buyers can make the most of their smart phones, in addition to phone sales.

A spate of new Virgin Mobile stores would give another a shot in the arm to the local retail market, which is slowly chipping down a region-wide vacancy rate that stood at 9 percent in the second quarter.

“It's a good sign to see there's enough confidence to begin pushing a quality brand,” said Joseph Sauer, a partner at the Chicago-based brokerage Sierra U.S. Commercial Real Estate.

Quality retail space in trendy North Side and Northwest Side neighborhoods will be difficult to find, Mr. Sauer adds, likely resulting in a situation where landlords will add the new stores without many lease discounts.

Most of the Virgin Mobile stores here will be operated by third parties, according to the Virgin Mobile spokeswoman, with some existing cell phone outlets rebranding to use the Virgin Mobile name. The spokeswoman declined to state how many new leases would result under the rollout.

The first wave of openings will include nine stores and five kiosks, or small stands in shopping centers, she said.

Virgin Mobile stores at 5405 N Clark St. in Andersonville, 6764 W. 95th St. in Oak Lawn and in the Golf Mill Shopping Center in Niles are now open, according to a list from the company. Outlets in Glendale Heights, Bolingbrook and Oak Park are also planned.

In a statement, Virgin Mobile USA Head of Brand Marketing Ron Faris said the stores will offer a destination-style setting, where consumers can shop and learn which apps are important to download as well as how to use them properly.

“The employees will be just as responsible for knowing what new apps you should put on your phone as what phone you should buy,” Mr. Faris said.

A message left with Los Angeles-based the Marwin Co., which owns 2652 N. Clark St., was not immediately returned Tuesday afternoon.